Introduction to the Dubai Chocolate Craze

The Dubai chocolate movement has taken the world by storm, and it’s not just about the bars anymore. The sweet flavors and thick texture that have made Dubai chocolate bars a hit are now being incorporated into other kinds of confections, such as croissants, milkshakes, and more.

The Origins of Dubai Chocolate

The original and now-classic Dubai chocolate bar was created by Fix Chocolatier in the United Arab Emirates in 2021, and by 2023 had exploded on social media. Rich and indulgent, it features a thick, milk chocolate shell usually encasing a creamy pistachio (and often tahini) filling mixed with crispy, shredded, phyllo-like pastry called kadayif.

The Rise of Dubai Chocolate

Global brands and small bakers alike are riffing on the concept, translating it to various desserts. Fillings range from peanut butter and jelly to s’mores to matcha. "I don’t call this a ‘trend’ anymore — it’s a whole new thing," said Din Allall, whose family business, The Nuts Factory, has about 150 U.S. stores featuring nuts, dried fruits, and candies.

The Impact on the Pistachio Market

The craze has even contributed to a pistachio shortage this year, the Iranian nut producer Keinia has reported. It said the primary reason for the shortage is "the explosive surge in demand fueled by the viral ‘Dubai chocolate’ TikTok trend, compounded by underlying supply constraint."

Google Search Trends

Globally, Google searches for "Dubai chocolate" shot up quickly at the start of the year before peaking in March. They’ve remained elevated since then, according to Google Trends.

Dubai Chocolate in the U.S. Market

In the U.S., Dubai chocolate is still a relatively niche product. In the 52 weeks ending June 28, U.S. retail sales of pistachio-filled chocolate totaled $822,900, according to the market research company NielsenIQ. By comparison, sales of all chocolates totaled $16.27 billion.

Growth in Demand

Still, demand for Dubai chocolate is growing much faster than demand for other varieties. Unit sales of pistachio-filled chocolates were up 1,234% compared to the previous year, NielsenIQ said, while unit sales of all chocolates fell less than 1%.

Big Retailers and Restaurants Get On Board

Big retailers and restaurants have gotten on board the Dubai chocolate craze. Trader Joe’s carries a Dubai chocolate bar made by Patislove. IHOP introduced a limited-time Dubai pancake stack in some locations in August. Baskin-Robbins has some Dubai-inspired ice cream products on its menu, while Costco sells a range of Dubai chocolate confections, including a Dubai chocolate cake. Walmart and QVC also sell Dubai chocolate.

Luxury and Exoticism

Part of Dubai chocolate’s appeal is the way it feels simultaneously indulgent and worldly. Pistachios, rose, saffron, and cardamom bring luxury, travel, and exoticism to the chocolate party. "For me, it’s the crunch," said Erica Lefkowits, who was buying some Dubai chocolate recently in Dublin. "The chocolate is soft and melty, and the filling is creamy, and then the crunch of the kadayif. It’s all about the texture. Plus, it’s sugar."

Conclusion

The Dubai chocolate craze is showing no signs of slowing down. With its unique combination of flavors and textures, it’s no wonder that it has become a hit among chocolate lovers. As the market continues to grow, we can expect to see even more creative and delicious Dubai chocolate confections.

FAQs

Q: What is Dubai chocolate?
A: Dubai chocolate is a type of chocolate that originated in the United Arab Emirates and features a thick, milk chocolate shell usually encasing a creamy pistachio (and often tahini) filling mixed with crispy, shredded, phyllo-like pastry called kadayif.
Q: Why is Dubai chocolate so popular?
A: Dubai chocolate is popular due to its unique combination of flavors and textures, as well as its luxurious and exotic appeal.
Q: Where can I buy Dubai chocolate?
A: Dubai chocolate is available at various retailers, both online and in-store, including Trader Joe’s, Costco, Walmart, and QVC.
Q: Is Dubai chocolate expensive?
A: Yes, Dubai chocolate is generally more expensive than other types of chocolate, due to the high-quality ingredients and unique production process.
Q: Can I make Dubai chocolate at home?
A: Yes, it is possible to make Dubai chocolate at home, but it may require some specialty ingredients and equipment. There are many recipes available online that can guide you through the process.

By KATIE WORKMAN, Associated Press

NEW YORK (AP) — Some flavor crazes flirt with us and fade. Others stay and make themselves at home.

It’s too soon to tell for sure, but the Dubai chocolate movement seems to have put down roots and is spreading at a brisk clip. The sweet flavors and thick texture that have made Dubai chocolate bars a hit are morphing into other kinds of confections, too.

Let’s back up for a minute. The original and now-classic Dubai chocolate bar was created by Fix Chocolatier in the United Arab Emirates in 2021, and by 2023 had exploded on social media. Rich and indulgent, it features a thick, milk chocolate shell usually encasing a creamy pistachio (and often tahini) filling mixed with crispy, shredded, phyllo-like pastry called kadayif.

Global brands and small bakers alike are riffing on the concept, translating it to croissants, milkshakes and more. Fillings range from peanut butter and jelly to s’mores to matcha.

“I don’t call this a ‘trend’ anymore — it’s a whole new thing,” said Din Allall, whose family business, The Nuts Factory, has about 150 U.S. stores featuring nuts, dried fruits and candies.

The craze has even contributed to a pistachio shortage this year, the Iranian nut producer Keinia has reported. It said the primary reason for the shortage is “the explosive surge in demand fueled by the viral ’Dubai chocolate’ TikTok trend, compounded by underlying supply constraint.”

Leonessa Dubai chocolate bars are displayed in New York. (Katie Workman via AP)

Globally, Google searches for “Dubai chocolate” shot up quickly at the start of the year before peaking in March. They’ve remained elevated since then, according to Google Trends.

In the U.S., Dubai chocolate is still a relatively niche product. In the 52 weeks ending June 28, U.S. retail sales of pistachio-filled chocolate totaled $822,900, according to the market research company NielsenIQ. By comparison, sales of all chocolates totaled $16.27 billion.

Still, demand for Dubai chocolate is growing much faster than demand for other varieties. Unit sales of pistachio-filled chocolates were up 1,234% compared to the previous year, NielsenIQ said, while unit sales of all chocolates fell less than 1%.

Allall carries 12 flavors of Dubai chocolate bar, as well as chocolate- and pistachio-covered Dubai dates, Dubai-coated roasted nuts, a layered Dubai chocolate strawberry parfait, and a Dubai Golden Chocolate bar infused with edible 24-karat gold for $79.99 (their regular 6.5-ounce bars sell for $18.99).

It’s not just the flavors that make Dubai chocolate different, Allall says, but the bar’s structure too — “huge, thick, with lots of filling.”

Big retailers and restaurants have gotten on board

Trader Joe’s carries a Dubai chocolate bar made by Patislove. IHOP introduced a limited-time Dubai pancake stack in some locations in August. Baskin-Robbins has some Dubai-inspired ice cream products on its menu, while Costco sells a range of Dubai chocolate confections, including a Dubai chocolate cake. Walmart and QVC also sell Dubai chocolate.

Swiss chocolate giant Lindt has a bar, and drew crowds when it debuted a limited number of them in Europe last fall.

“For me, it’s the crunch,” said Erica Lefkowits, who was buying some Dubai chocolate recently in Dublin. “The chocolate is soft and melty, and the filling is creamy, and then the crunch of the kadayif. It’s all about the texture. Plus, it’s sugar.”

She was a little annoyed at the price, higher than your average chocolate bar. Part of Dubai chocolate’s appeal, though, is the way it feels simultaneously indulgent and worldly. Pistachios, rose, saffron and cardamom bring luxury, travel and exoticism to the chocolate party.

Despite the price, “I’ve never seen a single item sell like this in my 50 years of retailing,” said Stew Leonard, Jr., CEO of Stew Leonard’s grocery stores in the New York metropolitan area. The chain introduced the BeeMax Dubai chocolate bar in March, watched it fly out the doors, he said, and then launched their own house-branded version (made by the company Chocopologie).